Krylon Spray Paint Presents The “world’s Longest Yard Sale” Campaign|短视频,活动|广告营销案例【ADGuider广告指南】

Krylon 喷漆展示了 “世界上最长的庭院销售” 活动

案例简介：战略我们有两个主要策略。首先，在 127 场拍卖会上展示一个主要的存在，并尽可能覆盖 690 英里，以激发创造力。其次，扩大我们的活动，通过面向设计的网站在线接触 DIY 人群。在地面行动中，我们招募了一名 Krylon 团队，由设计师艾米 · 德弗斯领导，他是 a & E 修复这个院子的主持人。在一辆 Krylon 品牌的卡车上，devers 的团队沿着路线进站，为 Pinterest Yard 的首次销售选择了 127 件物品，并利用 Krylon 举办活动将它们转化为宝藏。这个巨大的微型网站允许粉丝们沿着路线跟随卡车，我们为在线内容拍摄了一切。通过研究，我们知道我们的观众咨询了在线评论，所以我们也招募了家庭设计和工艺博客来展示改造和吸引粉丝的兴趣。结果展示了 Krylon 投资组合的广度和 “让它成为你的” 标语: 获得了令人印象深刻的报道，这些报道达到了主要渠道的读者，包括良好的家务管理, 其中突出了 13 个 Krylon 作品，展示了 Krylon 的赞助和 “让它成为你的” 的能力。 “登陆 50 个位置，导致超过 4000万个公关印象，突出了活动、庭院销售技巧和产品优势。来自现场博客作者的 22 篇博客文章有助于促使消费者访问 Krylon 的卡车并购买 Pinterest 上的商品。推动社交媒体参与和粉丝收购: 在四周内，该活动产生了 7700万次印象，比克伦 1.5 的参与水平高出近 2014 倍。每天对 Krylon Pinterest 活动后的访问增加了 400%，追随者增加了一倍。 com 微型网站在慈善捐赠活动中收到了 56,000 次访问: Pinterest Yard 销售的所有物品都被出售，产生了 2,000 美元的捐赠，以及 Krylon 产品, 一个叫做慈善的非营利慈善机构。相关性 Krylon 一直在寻找一种创新的方式来实现其喷漆的口号和消费者承诺，“让它成为你的。 “每年夏天在六个州举行的经典 127 码销售是达到克伦“ 自己动手 ”目标的完美活动，也是在线讲故事的全美背景。我们通过一个全面的媒体活动展示了 Krylon 油漆产品线的广度，这一活动在每一步都创造了兴奋和创造力。执行沿着我们穿越 Krylon 世界上最长的庭院拍卖覆盖的六个州的疯狂旅程，我们…… 激起了 Pinterest 的兴趣: 在第一次 Pinterest 庭院拍卖中, 我们为 127 件被 Krylon 精心挑选和改造的物品中的每件创造了一个拍卖。启发媒体: 我们强调有趣的内容和在线活动,展示 devers 的庭院销售技巧和前后产品图片。任命 Krylon 大使: Krylon 招募了 14 名当地博客作者，他们在指定的卡车停靠站创建了 DIY 项目。博客和社交媒体帖子推动了 Pinterest Yard 销售的流量。定制操作方法: 我们与德弗斯一起拍摄了视频，展示了工匠如何用喷漆将垃圾转化为宝藏。教程在 Krylon.com 和 Krylon 的 YouTube 页面上直播。使用社交媒体将庭院销售带给大众: 127 社交倡议使用 gif 、视频和其他社交媒体内容来提高对活动每个阶段的认识。活动描述喷漆公司都在谈论同样的事情。防锈，防雨，防…… 任何东西。我们正在寻找一种方法来激发我们的 DIY 目标，并展示 Krylon 将日常物品转化为独特设计的力量。首次赞助世界上最长的庭院销售是现场和在线讲故事的完美场所。我们展示了 Krylon 最新的油漆 COVERMAXX，因为它可以通过保费覆盖 “升级” 项目。赞助使我们能够访问 127yardsale.com 和相关网站上 50,000 粉丝的庞大数据库，并接触到 DIY 狂热分子，准备踏上寻找宝藏的道路。我们能够与他们一起演示产品和技术，并通过我们的 “操作” 改造视频激发更广泛的观众。我们还利用博客帮助 Krylon 的地面激活网络，为 Krylon 127 Pinterest yard 销售带来额外的流量，这是第一次。概要每年夏天，超过 100,000 名购物者和 5,000 名来自全国各地的卖家在美国 127 号公路沿线的草坪上公社参与二手购物者的天堂理念:“世界上最长的庭院拍卖。 “为期四天的节日从阿拉巴马州蜿蜒 690 英里到达密歇根，便宜货猎人上路，以一美元的价格揭开那颗未经加工的无价钻石。我们一直在寻找一种创新的方式来抨击克伦的口号和消费者承诺 “让它成为你的”，在这个所有庭院销售的母亲中，我们意识到这是一个绝佳的机会。所以在 2015年，我们把克鲁伦变成了7 码出售的第一个冠军赞助商。我们的目标是双重的: 展示 Krylon 投资组合的广度，实现消费者的承诺, 展示使用油漆将其他人的一次性变成新的宝藏是多么容易和有益; 并且，推动社交媒体参与和粉丝收购。

Krylon 喷漆展示了 “世界上最长的庭院销售” 活动

案例简介：Strategy We had two primary strategies. First, stage a major presence at the 127 Yard Sale and cover as much of the 690 miles as possible to inspire creativity every step of the way. Secondly, amplify our event presence to reach the DIY crowd online through design-oriented sites.For the ground operation, we enlisted a Krylon Crew led by designer Amy Devers, host of A&E’s Fix This Yard. In a Krylon-branded truck, Devers’ team made pit stops along the route, selected 127 items for the first-ever Pinterest Yard Sale, and held events to transform them into treasures using Krylon. The krylon127yardsale.com microsite allowed fans to follow the truck along the route and we filmed everything for online content. Through research, we knew that our audience consulted online reviews, so we also enlisted home design and craft bloggers to showcase the makeovers and drive fan interest. Outcome Showcased the breadth of Krylon’s portfolio and “Make It Yours” tagline: •Secured impressive coverage that reached readers of key outlets, including Good Housekeeping, which highlighted 13 Krylon creations showcasing Krylon’s sponsorship and ability to “Make it Yours.”•Landed 50 placements resulting in over 40 million PR impressions highlighting the event, yard sale tips and product benefits. •Generated 22 blog posts from on-site bloggers that were instrumental in driving consumers to visit Krylon’s Truck and purchase items on Pinterest.Drove social media engagement and fan acquisition: •In four weeks, the campaign delivered 77 million impressions, nearly 1.5 times higher than Krylon’s 2014 engagement level. •Daily visits to Krylon’s Pinterest post-event increased by 400% and followers doubled •Krylon127yardsale.com microsite received 56,000 visits during the campaign Donation to charity:•All items from the Pinterest Yard Sale were sold, generating $2,000 that was donated, along with Krylon product, to a non-profit charity called Charity. Relevancy Krylon had been searching for an innovative way to bring to life its spray paint’s tagline and consumer promise, “Make It Yours.” The classic 127 Yard Sale held each summer across six states was the perfect event to reach Krylon’s “Do-It-Yourself” target and serve as an all-American backdrop for online storytelling. We showcased the breadth of Krylon’s paint product line through a comprehensive media campaign that created excitement and inspired creativity every step of the way. Execution Along our wild ride across six states covered by Krylon’s World’s Longest Yard Sale, we…•Piqued Interest on Pinterest: In the first-ever Pinterest Yard Sale, we created an auction for each of the 127 items handpicked and transformed with Krylon.•Inspired the Media: We highlighted fun content and online activities, featuring Devers’ yard sale tips and before-and-after product images.•Appointed Krylon Ambassadors: Krylon enlisted 14 local bloggers who created DIY projects at designated truck stops. Blogs and social media posts drove traffic to the Pinterest Yard Sale. •Custom How-To’s: We captured videos with Devers showing crafters how to transform trash into treasures with a coat of spray paint. The tutorials live on Krylon.com and Krylon’s YouTube page.•Used Social Media to Bring the Yard Sale to the Masses: The 127 social initiative used GIFs, videos and other social media content to raise awareness about each stage of the campaign. Campaign Description Spray paint companies all talk about the same thing. Protection from rust, protection from rain, protection from…whatever. We were looking for a way to inspire our DIY target and demonstrate the power of Krylon to transform everyday objects into unique designs. Creating first-ever sponsorship of the world’s longest yard sale was the perfect setting for onsite and online storytelling. We featured Krylon’s newest paint, COVERMAXX, since it can “upcycle” items through premium coverage. The sponsorship enabled access to a huge database of 50,000 fans on 127yardsale.com and related websites, and reached DIY fanatics ready to hit the route in search of treasures. We were able to demo products and techniques with them and inspire a broader audience through our “How-to” makeover videos.We also leveraged bloggers to help take Krylon’s on-the-ground activation to the web, driving additional traffic to the Krylon 127 Pinterest yard sale, the first of its kind. Synopsis Every summer, over 100,000 shoppers and 5,000 sellers from around the country commune on lawns along U.S. Route 127 to participate in the second hand shopper’s idea of paradise: “The World’s Longest Yard Sale.” The four-day festival winds 690 miles from Alabama to Michigan and bargain hunters hit the road to uncover that priceless diamond in the rough for pennies on the dollar. We’d been searching for an innovative way to blast Krylon’s tagline and consumer promise, “Make It Yours,” and in this mother of all yard sales we realized the perfect opportunity. So in 2015, we made Krylon the 127 Yard Sale’s first-ever title sponsor. Our objectives were two-fold: Showcase the breadth of Krylon’s portfolio and bring alive the consumer promise, showing how easy and rewarding it can be to use the paint to turn other people’s throwaways into new treasures; and, drive social media engagement and fan acquisition.